Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.

What today's business reality makes clear is that brands cannot survive in a society that is failing economically socially ethically and morally.

Walmart is an amazing story of entrepreneurship and as one of the world's most powerful brands touches millions of lives every day.